Across the digital universe, brands are asking consumers to click for the good of the planet. But in asking consumers to create, vote, like, pledge and share online, can these tactics actually foster a change in attitude or even behaviour?
Here are my most popular posts from 2011. One is even from 2010, showing the ongoing relevance of conversations about brand, marketing and social responsibility.
The home of the future is one where technology plays a starring role in managing energy demand and conditioning consumers to be more energy efficient. There is just one hitch in this vision: If consumers are to adopt new technology and learn new behaviour, they need to start caring a lot more about their household energy usage.
Human beings are quick to respond when a threat is visible, immediate and endangers something they value, be it their health, family, livelihood or community. Unfortunately, for most consumers, climate change just doesn’t fit this description.
Despite good intentions, many consumers continue to buy products that have a negative impact on the environment. That’s why companies like Ikea play a role in shaping consumer behavior by what they stock on the retail shelf.
Consumers in industrialized countries are often lambasted for not doing more for the planet. In fact, consumers have reached a point where they need to see more from business and government before ramping up their personal commitment to the environment.
If consumers better understood the connection between their energy-wasting habits at home and climate change, would that be enough to motivate new behaviour? The short answer is no.
There may be few things as difficult to change as an ingrained habit. This is especially true when the new behaviour requires consumers to give up some of their comfort or convenience.